THE2012State ofInboundMarketing   Blogging            Social media#SOIM
MIKE VOLPE                        MELISSA MILLERHubSpot Chief Marketing Officer   Inbound Marketing Manager@mvolpe        ...
State of Inbound Study• Survey conducted in Jan 2012• 972 marketing professionals
SEO                           Blogging                         Social Media                VS.                 EmailTelema...
Agenda 1   Marketing costs & budgets 2   Lead quality & sales 3   What’s important to marketers?
1   Costs &    2012    Budgets
How much is your averageCOST PER LEAD?
Inbound Consistently Yields Lower Cost Leads
Blogs cited as least expensive
Trade shows ranked as most expensive
The worst thing we                     did in marketing                     last year was attend                     sever...
Direct mail is                         very expensive                         and ineffective                         for ...
89% are maintaining or increasing theirinbound budgets
Increases Driven by Past Success;Decreases Driven by the Economy
Budgets Shift to Inbound
Budget Growth within Inbound
Outbound Budgets Remain Stagnant
SMALL V. BIGBUSINESSES
Small Businesses Level the Playing Field
2   Lead Quality    & Sales
Inbound converts leads into customers                                         Data pulled from                            ...
Social Media & Blogs Generate RealCustomers
The best things we’ve done                         to drive leads and sales                         this past year is embr...
Blog Frequency and Customer Acquisition
70% of Businesses Blog At Least Weekly
Facebook Is More Effective for B2C; LinkedIn Is forB2B
LinkedIn is the best                         social media channel                         by far for us as we are         ...
3   What’s    important to    marketers?
Which sources ofleads have becomeMORE important toyou over the lastsix months?
Social Media & SEO Growing in Importance
Direct Mail Declining in Importance
This past year we                         spent a few hundred                         dollars on a door-                  ...
25% indicated their company blog is CRITICAL
81% rated their blog as USEFUL OR BETTER
Company Blogs are Increasingly Valued
THANKMIKE VOLPEHubSpot Chief Marketing Officer@mvolpe                                      YOU.www.linkedin.com/in/mikevol...
3         2000 7                     50+ 6                  15          0         days     inbound         learning   brea...
Q&AReceive a complimentary marketingassessment from HubSpot:                                    WWW.HUBSPOT.COM/IMA
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2012 State of Inbound Marketing

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2012 State of Inbound Marketing

  1. 1. THE2012State ofInboundMarketing Blogging Social media#SOIM
  2. 2. MIKE VOLPE MELISSA MILLERHubSpot Chief Marketing Officer Inbound Marketing Manager@mvolpe @mcdmiller#SOIM
  3. 3. State of Inbound Study• Survey conducted in Jan 2012• 972 marketing professionals
  4. 4. SEO Blogging Social Media VS. EmailTelemarketing Direct Mail Trade shows 4
  5. 5. Agenda 1 Marketing costs & budgets 2 Lead quality & sales 3 What’s important to marketers?
  6. 6. 1 Costs & 2012 Budgets
  7. 7. How much is your averageCOST PER LEAD?
  8. 8. Inbound Consistently Yields Lower Cost Leads
  9. 9. Blogs cited as least expensive
  10. 10. Trade shows ranked as most expensive
  11. 11. The worst thing we did in marketing last year was attend several trade shows and events with low yield and ROI.Marketing ProfessionalProfessional Services/Consulting26 to 50 Employees
  12. 12. Direct mail is very expensive and ineffective for new leads.Marketing ProfessionalHardware Technology11 to 25 Employees
  13. 13. 89% are maintaining or increasing theirinbound budgets
  14. 14. Increases Driven by Past Success;Decreases Driven by the Economy
  15. 15. Budgets Shift to Inbound
  16. 16. Budget Growth within Inbound
  17. 17. Outbound Budgets Remain Stagnant
  18. 18. SMALL V. BIGBUSINESSES
  19. 19. Small Businesses Level the Playing Field
  20. 20. 2 Lead Quality & Sales
  21. 21. Inbound converts leads into customers Data pulled from analytics tracking of a sample of over 1,000 HubSpot customers.
  22. 22. Social Media & Blogs Generate RealCustomers
  23. 23. The best things we’ve done to drive leads and sales this past year is embrace social media, establish a blog, and convince ownership to accept inbound marketing strategy.Marketing ProfessionalManufacturing Industry201 to 500 Employees
  24. 24. Blog Frequency and Customer Acquisition
  25. 25. 70% of Businesses Blog At Least Weekly
  26. 26. Facebook Is More Effective for B2C; LinkedIn Is forB2B
  27. 27. LinkedIn is the best social media channel by far for us as we are in B2B… Facebook is not getting much traction.Marketing ProfessionalHardware Technology11 to 25 Employees
  28. 28. 3 What’s important to marketers?
  29. 29. Which sources ofleads have becomeMORE important toyou over the lastsix months?
  30. 30. Social Media & SEO Growing in Importance
  31. 31. Direct Mail Declining in Importance
  32. 32. This past year we spent a few hundred dollars on a door- hanger marketing piece and got no response—at all.Business OwnerProfessional Services/Consulting1 to 5 Employees
  33. 33. 25% indicated their company blog is CRITICAL
  34. 34. 81% rated their blog as USEFUL OR BETTER
  35. 35. Company Blogs are Increasingly Valued
  36. 36. THANKMIKE VOLPEHubSpot Chief Marketing Officer@mvolpe YOU.www.linkedin.com/in/mikevolpeMELISSA MILLERInbound Marketing Manager@mcdmillerwww.linkedin.com/in/mdibellamiller
  37. 37. 3 2000 7 50+ 6 15 0 days inbound learning breakout inspiring small reasons marketing tracks sessions keynotes group not to professionals workshops GO! REGISTER TODAY! http://inbound2012.eventbrite.com/www.InboundConference.com
  38. 38. Q&AReceive a complimentary marketingassessment from HubSpot: WWW.HUBSPOT.COM/IMA
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